For the Black Friday sales in 2014, programmatic delivered a healthy ROI by increasing conversions and maintaining value.

Programmatic allowed advertisers to reach people at scale, and real-time capabilities meant they could react to changing behaviour patterns throughout the day.

The lessons from Black Friday can be applied to other event and shopping occasions, such as around Christmas and sports events.

3

The shopper of the future: How today's young shoppers see tomorrow's shopping experience

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GfK, December 2014

This article highlights the key findings into what young people around the world expect from stores, the online shopping experience and how they expect to be shopping in the future. View Summary

This article highlights the key findings into what young people around the world expect from stores, the online shopping experience and how they expect to be shopping in the future.

Physical stores will remain relevant but retailers will need to focus on how they differentiate their offer.

Young shoppers expect to be able to choose where they shop and the omnichannel experience to be seamless, so retailers must look at 'webrooming' (researching online to buy in-store), delivery costs and online security.

In the future, shoppers of all ages hope for greater choice, easier returns and improved delivery services, while younger shoppers are also interested in innovative technologies and product customisation.

4

Omni-Channel Retail Insights and the Consumer's Path-to-Purchase: How Digital Has Transformed the Way People Make Purchasing Decisions

Marketers are in critical need of insights into the consumer path-to-purchase if they are to assemble a coherent and effective marketing plan. View Summary

Marketers are in critical need of insights into the consumer path-to-purchase if they are to assemble a coherent and effective marketing plan. In an omni-channel world, a consumer-centric focus is vital, meaning that marketers need to create consumer-friendly digital tools and environments that clear the way for that path to purchase.

5

Shopper marketing in 2015: Total Retail

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Warc Trends, Toolkit 2015

This article, taken from the Warc Toolkit 2015, explores rising consumer expectations of brand experience both online and offline, as focus on in-store experience is renewed. View Summary

This article, taken from the Warc Toolkit 2015, explores rising consumer expectations of brand experience both online and offline, as focus on in-store experience is renewed.

Brands need to present a joined-up customer experience both online and offline, as people move between both and expect a consistent brand experience.

Whilst focus in recent years has been on ecommerce, offline has attracted renewed focus as a source of brand experiences and customer service.

This is facilitated by technological developments which are helping retailers do more in-store, but brands need to balance adding value and being 'creepy'.

As people expect a 'total retail' approach brands need to ensure they deliver a service to match, with structural and logistical challenges that require greater integration in companies.

This article explains how retailers are turning attention back to in-store experience, following a focus on online retailing. View Summary

This article explains how retailers are turning attention back to in-store experience, following a focus on online retailing.

The in-store experience is an important part of the brand engagement journey to loyalty and purchase.

Product availability, customer service and store navigation are consistent themes in good in-store experience.

These have been added to by new digital capabilities, with retailers developing apps, multi-touch screens and kiosks, creating more immersive shopping experiences.

7

Three trends reshaping retail: Insights from Bonobos

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Stephen Whiteside, Event Reports, Northside Festival, June 2014

This event report discusses three trends that are reshaping online and offline retail, as outlined by Andy Dunn, ceo/co-founder of Bonobos, the ecommerce apparel group. View Summary

This event report discusses three trends that are reshaping online and offline retail, as outlined by Andy Dunn, ceo/co-founder of Bonobos, the ecommerce apparel group.

One powerful force in this area is the rise of "digitally-built" brands, which are merchants, designers and "vertically-integrated" businesses controlling the entire customer experience.

A second important trend involves online brands opening bricks-and-mortar stores: locations that are typically based around providing superior experiences rather than selling alone.

The third shift outlined by Dunn is yet to gain significant traction as yet – namely, the establishment of a form of "federation" among smaller online brands as they seek to take on industry heavyweights like Amazon.

This report sets out key trends in internet and omnichannel shopping, looking at drivers of growth, opportunities for marketers and the challenges they are likely to face. View Summary

This report sets out key trends in internet and omnichannel shopping, looking at drivers of growth, opportunities for marketers and the challenges they are likely to face.

These changes are driven by changes in four key areas: consumers who are searching for value and convenience; advances in technology; retailers building better customer experiences; and government investment in infrastructure.

Apparel and footwear is the largest internet shopping category, and the biggest national markets are the US, China and the UK.

Growth in internet access will boost internet shopping in emerging markets, and more spend will move to mobile.

Further advances in technology will make more complete profiles of consumers, and more people will be attracted to online shopping as payment methods become more secure and convenient.

This article establishes why retailers and brands need relevance, given that advances in technology and changes in shopping habits have raised consumer expectations. View Summary

This article establishes why retailers and brands need relevance, given that advances in technology and changes in shopping habits have raised consumer expectations.

People can now shop through multiple channels, including online, mobile, social and even through TV ads.

Whilst some retailers are buckling under this pressure and closing, others are experiencing massive growth and opening new stores - success comes when retailers put the customer at the centre of the the brand.

The point of purchase (POP) is no longer confined to the store - it follows the consumer where ever they go.

Value equations are moving from price versus quality to include convenience as a factor people are willing to pay more for.

10

Total retail: Design the shopper experience

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Aaron Shields, Admap, July/August 2014, pp. 32-34

This article explains why a brand's 'unique experience signature' is of vital importance and how brands can bring together physical, human and digital elements to create one. View Summary

This article explains why a brand's 'unique experience signature' is of vital importance and how brands can bring together physical, human and digital elements to create one.

Teams responsible for retail design, service design and online user experience need to be brought together to create one coherent vision of customer experience.

Physical spaces are being used to provide rich experiences, capture 'near and often' shopping trends and display larger online ranges.

'Human' strategies should include staff, who are increasingly regarded as an important tool rather than just a cost, and peer groups to generate reviews and to crowdsource products and ideas.

The physical, human and digital elements should be mixed in terms of value to the consumer based on purchasing journeys.

11

Total retail: The future of retail relies on smart data

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David Clements, Admap, July/August 2014, pp. 26-27

This article addresses the future of retail as advances in data processing allow for greater targeting, personalisation and integration across channels. View Summary

This article addresses the future of retail as advances in data processing allow for greater targeting, personalisation and integration across channels.

Retailers can understand shopping behaviour through different channels and use this data to create personalised experiences.

Marketers cannot favour one channel over another and must ensure customers can choose which way they receive information.

Data allows marketing to be more targeted, relevant and personalised including content and delivery method.

As well as serving customers' regular needs, inspiring them to make new or impulsive purchases is important - with a consistent experience across all channels.

Location-based technology is an area with great potential, including things like store navigation, special offers and timely content.

12

From multichannel to Total Retail

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Matthew Tod, Admap, July/August 2014, pp. 20-23

This article sets out the need for a 'total retail' approach to shopper marketing, rather than a multichannel approach, with a strong central brand and consistent consumer experience. View Summary

This article sets out the need for a 'total retail' approach to shopper marketing, rather than a multichannel approach, with a strong central brand and consistent consumer experience.

Consumers demand a consistent experience across channels, will use social media to express frustrations and seek reviews, and use mobile for research and shopping.

The role of the store will continue to evolve so businesses must organise themselves around consumers, including seamless operations and a consistent brand experience.

Total retail has four key implications for marketing: the need for a powerful brand story, content which is valuable to consumers and not just interrupting, focussed and relevant messaging, and better search engine optimisation (SEO).

13

Total retail: Technology and the shopping revolution

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Omaid Hiwaizi and Frank Wolfram, Admap, July/August 2014, pp. 28-29

This article discusses the convergence in digital and physical retail spaces demanded by connected shoppers as purchase journeys become more complex and unpredictable. View Summary

This article discusses the convergence in digital and physical retail spaces demanded by connected shoppers as purchase journeys become more complex and unpredictable.

The smartphone is the 'Swiss Army knife' of shopping, connecting the physical and digital worlds and driving new behaviours.

Retailers need to bring together their physical and digital offerings through cloud-based information management and mobile-based services and by enabling these capabilities in-store.

'Smart' consumers shop in a series of identifiable phases - inspiration, information, comparison, transaction and maximisation - and jump between these in fragmented ways.

Best practice retail examples include Apple Retail's embracing of showrooming and its Genius Bar, Starbucks' use of digital to provide convenience, and Adidas which has made its etail warehouse available in physical stores.

14

Total retail: The Retail-Out model

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Rachelle Headland, Admap, July/August 2014, pp. 24-25

This article shows why 'retail-out' marketing strategies which should replace 'shelf back' strategies, given that purchase journeys do not take a predictable shape. View Summary

This article shows why 'retail-out' marketing strategies which should replace 'shelf back' strategies, given that purchase journeys do not take a predictable shape.

Retail-out strategies use innovative and connected ideas that address people's emotional and practical needs when shopping, regardless of the channel.

Though tempting to focus on practical needs when people become receptive to shopping, brands should balance rational and emotional messaging.

Brands should focus on experience and use technology to achieve this, for example McDonald's 'Happy Table' NFC games and CoverGirl's digital makeover tool.

People like new things, so brands should have a constant pipeline of innovation to stay new and different.

Online shoppers are motivated by cost, time, availability and fun, so online retailers who want to attract them should meet these needs - for example, in France growth has been driven by click & collect services.

16

Usage of smartphones in shopping malls: Context based mobile surveying using geodata

This paper reports on a mobile research study by Google in Sweden to understand consumers' usage of smartphones during the in-store shopping experience. View Summary

This paper reports on a mobile research study by Google in Sweden to understand consumers' usage of smartphones during the in-store shopping experience.

Over 300 smartphone users aged 18-64 were recruited in two Swedish shopping malls to download a mobile app which triggered surveys about their shopping behaviour two hours after entering a geo-fenced area.

Key considerations in design included battery drain, screen size and competing mobile activities: surveys were short to maximise engagement and data was only collected in geo-fenced areas to limit battery drain.

Findings included: 94% of participants browsed the internet during shopping trips, with 4 in 10 visiting the website of the store they were in and 3 in 10 comparing prices.

17

The new rules of retail: A vision for the future

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Preeti Chaturvedi, Event Reports, Indian Retail Congress, April 2014

This report describes how retail in India is focusing on customer centricity as new retail formats improve customer awareness and simplify customer interfaces and market processes. View Summary

This report describes how retail in India is focusing on customer centricity as new retail formats improve customer awareness and simplify customer interfaces and market processes.

New retail formats in India, including multi-branded stores and online services, offer value for money to customers and enhance customer experience, while also introducing efficiency in operations.

To rise above the clutter, some brands are addressing market challenges and coupling them with superior experiences, such as Guardian Life Care, the pharmacy chain, and Tommy Hilfiger, the fashion brand.

Businesses must expand in the online space and deliver good experiences, as growing numbers of consumers look to buy online.

18

What automotive brands can learn from retail about customer experience

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Ryan Kovalak and Randall Stone, Warc Exclusive, May 2014

This article discusses ways in which automotive brands can learn from retailers and improve customer experiences. View Summary

This article discusses ways in which automotive brands can learn from retailers and improve customer experiences. Automotive brands should start by transforming the showroom into a stimulating environment, and ensure the brand experience extends across all channels. Brand consistency is important, but automotive companies should consider making local adaptations. Brand heritage and authentic brand image are assets, but automotive brands should also look to tell their stories in new and compelling ways to stay relevant. Car dealerships should include staff culture as part of the brand personality and find ways to build an on-going relationship with customers.

19

The Mobile First shopper strategy

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Gareth Ellen, Admap, May 2014, pp. 20-24

This article discusses how a mobile first shopper strategy can be used to engage consumers further, and identifies themes in this area. View Summary

This article discusses how a mobile first shopper strategy can be used to engage consumers further, and identifies themes in this area. Shoppers are increasingly using their mobile phones throughout their purchase journey, but this development does not change their fundamental needs. Two companies which adopted a mobile first strategy early are Unilever and Mondelez, recognising that shoppers are already mobile and so brands need to be too. Examples are given of mobile first campaigns which adapted to local markets, provided utility, featured store locators, gave away product samples and used location data. With mobile, brands need to balance helping shoppers and pushing brand messages. There are lots of possibilities for mobile first shopper strategies, but marketers should keep in mind that these are not 'mobile only', and should not be 'mobile at all costs'.

20

Convenience and corporate culture: Retail insights from Contagious Now / Next / Why

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Lena Roland, Event Reports, Contagious Now / Next / Why, April 2014

This event report discusses two core trends at work in the retail industry. The first relates to a “convenience arms race” now taking place, as online and offline companies compete to find the right blend of digital and physical. View Summary

This event report discusses two core trends at work in the retail industry. The first relates to a “convenience arms race” now taking place, as online and offline companies compete to find the right blend of digital and physical. One example of this is Amazon Lockers, which allow consumers to pick up deliveries from convenient locations rather than waiting for them to be delivered to their home. As the various services offered by retailers grow more alike, so their corporate cultures now serve as a key point of differentiation. In response, Sainsbury’s, the UK supermarket group, has attempted to engage its employees and customers using online video, letting its staff tell stories of their day-to-day working lives in an authentic and light-hearted manner.

21

Nasty Gal: A brand born on social media seeks to disrupt bricks-and-mortar retail

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Sarah Shearman, Event Reports, South by Southwest Interactive, March 2014

This event report discusses how Nasty Gal, the online fashion retailer, is building on its digital - and, particularly, social - origins to gain a foothold in the bricks-and-mortar space. View Summary

This event report discusses how Nasty Gal, the online fashion retailer, is building on its digital - and, particularly, social - origins to gain a foothold in the bricks-and-mortar space. Having started trading on eBay in 2006, the brand quickly built up a loyal audience on social media, firstly on Myspace and then on Facebook. It has since amassed large audiences on Instagram and Twitter, too, alongside tapping the trend towards social commerce. Now, the objective is to open physical stores in select locations, which will retain the feel of its digital presence but also have a profoundly "human" component.

22

The future of retail in Asia: insights from Aeon, NTUC FairPrice and SPAR

This event report discusses how three major retailers are planning for the future in Asia. Aeon, the regions largest chain, believes the idea of "mono koto" - or mixing products and experiences - will be essential, and can help fuse the online and offline worlds. View Summary

This event report discusses how three major retailers are planning for the future in Asia. Aeon, the regions largest chain, believes the idea of "mono koto" - or mixing products and experiences - will be essential, and can help fuse the online and offline worlds. On its part, NTUC FairPrice is leveraging a wide range of digital tools to make consumers lives easier. And SPAR is focusing on driving growth by opening new stores and entering new countries, a strategy that may become more important as like-for-like growth slows in nations like China.

23

How the financial crisis prompted Goldman Sachs to embrace social media

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Sarah Shearman, Event Reports, Brand New World, February 2014

This event report discusses how Goldman Sachs is using social media. Initially, the bank saw little value in a channel that seemingly served of its few core business purposes. View Summary

This event report discusses how Goldman Sachs is using social media. Initially, the bank saw little value in a channel that seemingly served of its few core business purposes. Following the start of the financial crisis in 2007, and the resultant fallout, the value of platforms such as Twitter became more apparent, as the company sought to rebuild its reputation in the eyes of the public, many of which believed it had contributed to the onset of the downturn. Joining the conversation helped Goldman Sachs go beyond the headlines to tell its own story - a strategy that remains important whatever the economic climate.

24

Understanding the online grocery shopper

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Stephen Whiteside, Event Reports, IRI Summit, March 2014

This article describes how Peapod, the online grocery service, has grown its business in the US by delivering seamless browsing experiences, mobile integration and consistently high quality products. View Summary

This article describes how Peapod, the online grocery service, has grown its business in the US by delivering seamless browsing experiences, mobile integration and consistently high quality products. Selling 12,000 products, Peapod attempts to replicate the full grocery story and is used primarily by urban women who work and have children, have high incomes and are well-educated. The main characteristic of this type of online grocery shopper is a lack of time, and despite the higher average earnings, they are still motivated by value and bargains. As shoppers are used to identifying products by eye, a significant challenge for Peapod is to provide aids to make this easier when online, especially for those using the site for the first time. Other goals for the future include expanding the inventory and introducing a same-day click-and-collect service, both of which will reduce dependence on physical stores for occasional goods.